Sponsored data promotes engagement

The prohibitive costs of mobile data results in billions of consumers rationing their use making it more challenging for content providers, application developers, and advertisers to reach, acquire, engage, and monetize these users.

More than 80% of consumers in Southeast Asia, Latin America, and other emerging economies have prepaid data plans. Wi-Fi is not prevalent and mobile data is expensive relative to household income.

Even in postpaid markets such as the United States, consumers regulate their consumption of mobile content, such as video and audio, in fear of exceeding their data plans.